The development of prototype branding for sustainable rice from small-scaled farming in Thailand

Abstract

The research of Development of Prototype Branding for Sustainable Rice from Small-scaled Farming in Thailand has the essential objectives which includes 1) To study the branding process and communications from rice brand of successful farmers who have production process of small- scaled farms in Thailand; 2) To study methods and prototype of sustainable rice branding for farmers who have production process of small-scaled farms in Thailand; and 3) To study acceptance of sustainable rice branding prototype for farmers who have production process of small-scaled farms in Thailand. This is a mixed methods research which is allocated into three parts in accordance with its objectives respectively. The first part is in-depth interviews with successful rice branding developers. The second part involves in-depth interviews with stakeholders of rice branding development like branding experts, state sections and involved private sections. In addition a survey was implemented on the nationwide consumers and group discussion with consumers. The third part consists of group discussion with stakeholders of rice branding development like branding experts, successful rice branding developers, state sections and consumers.

The results of the study revealed that development of successful branding for sustainable rice from small-scaled farming in Thailand had been developed in line with all steps and elements of branding. However, brand developers failed to analyze the data systematically, which might lead to deviation resulting in the next stage of branding. Besides, when it comes to identify and establish brand positioning and values, it lacks a sense of differences from which of competitors. This affected brand differentiation and awareness for consumers. With regards to the development of brand elements, the study found that brand developers clearly emphasized more on concrete components than on abstract components causing a lack of brand identity in developing unstable elements of branding. In brand communications, most of Thai rice brand developers have no plan in communicating their brands in a step by step manner, which is a substantial weak point that needs improvement.

In terms of the guidelines for the development of organic rice branding, the brand developers should analyze data extensively to discover strength of their own products, which is different from those in market. This includes the identification of obvious marketing competitors and conducting a data analysis of marketing competitors in search of an opportunity to deliver our own brand in a different dimension. They should specify their target groups and study consumers’ buying decision behaviors on rice products. They also need to consider factors of government policies and online media popularity which can evidently create both opportunities and barriers to development of rice branding. When all factors considered, the brand developers would be able to utilize the acquired data for a guideline of identification and positioning organic rice brands to be distinctive among competitors and compatible to consumers’ needs. The next step of development of brand elements is that brand developers should realize a connection between brand element development and brand positioning together with brand personalities. It is also found that product packaging has been found to be very important in organic rice branding. In terms of the marketing plan and activity, brand developers are supposed to design message strategically, deploying storytelling to mainly present emotional benefits. Communications should use suitable media such as online media, event and packaging so as to put organic rice brands in consumers’ choices and eventually develop become consumers’ buying preference. Next the performance evaluation should be conducted to assess two main dimensions. This includes a marketing performance evaluation focusing on a source of sales volume which can be done in mid-term to long-term and consumer mindset evaluation. This can be done immediately in order to collect in-depth data and perceive the factors required in a strategy development of brand improvement. Also, sustainable brands should adapt to survive constantly to maintain brand consistency by adjusting some of its elements. However, it is important to keep the brand core identity enduringly for its effective sustainability.

For the development of prototype branding for sustainable rice from small-scaled farming in Thailand, the researcher has studied guidelines and approaches of brand development from those involved and then developed an outline of brand development under the name of ‘Once Upon a Rice’. This brand is in a position of 100% organic rice. Its brand design of all elements highlights simplicity and modernity.

In addition, a trademark consists of a brand name and tagline: Organic rice for organic life. Packaging design focuses on a good connection with its brand personalities, capability of product internal protection and perceived ease of use. In brand communication, could be used for a strategy of storytelling to manifest every thoughtful manufacturing process together with a scheme of an integrated marketing communication. In terms of the evaluation process, there are two main dimensions to be focused upon. First is the evaluation of marketing performance and an evaluation of consumer mindset. In the final process, the researcher recommended that the brand developers should keep their products diverse by varying its packaging annually and designing a gift packaging in line with several special festivals as well as keep communication manifold by focusing on a storytelling design and communicative channel that keeps up with the times. Nevertheless, all element alterations must be based on continuous analysis of data.

The researcher has brought an outline of development of prototype branding for sustainable rice from small-scaled farming in Thailand into a study of acceptance of reviewers involved in rice branding. It is found that the outline has received accaptance from most of them. Yet, there are a few suggestions to change a tagline into “Once Upon A Time: Before Coming to Your Plate” totally with its brand name and be easier to remember. It should also include some informative facts about benefits of each species through QR Code which links to its social community. In the first period of the product debut, proactive communications should be adopted and added with a presentation of wisdom and expertise of the rice farmers. According to suggestions from the reviewer acceptance test, the researcher has taken the recommendations into action for development of prototype branding for sustainable rice from small-scaled farming in Thailand in order to propose to the government sector for a future implementation.